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研究生:鄭昌祐
研究生(外文):Chang-YuCheng
論文名稱:促銷對規範性評估、知覺價值及購買意圖的影響-以連鎖咖啡店為例
論文名稱(外文):The Influence of Promotion on Normative Evaluation, Perceived Value and Purchase Intention – An Empirical Study of Coffee Chain Store
指導教授:莊雙喜莊雙喜引用關係
指導教授(外文):Shuang-Shii Chuang
學位類別:碩士
校院名稱:國立成功大學
系所名稱:企業管理學系碩博士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2010
畢業學年度:98
語文別:中文
論文頁數:78
中文關鍵詞:促銷活動規範性評估知覺價值購買意圖
外文關鍵詞:promotion activitiesnormative evaluationperceived valuepurchase intention
相關次數:
  • 被引用被引用:4
  • 點閱點閱:505
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:2
近幾年隨著咖啡連鎖店的興起,國內咖啡市場的競爭日漸激烈。面臨產業競爭激烈的環境之下,業者積極使用各種促銷方式來增加消費者購買產品的意願。對消費者而言,價格的降低會使其支付的金錢減少,亦即其所作的犧牲減少了。但消費者是否會因為價格的降低而影響對產品的知覺價值?又在這種情況下是否影響消費者自身之規範性評估?
本研究對象為曾經購買咖啡連鎖店所推出之促銷活動的消費者,以網路問卷的方式蒐集資料,透過文獻探討針對促銷活動對規範性評估、知覺價值、品牌形象及購買意圖之變數建立因果關係模式,透過使用統計軟體進行敘述性統計分析、因素分析、信度分析、迴歸分析、變異數分析等方法,實證探討各構面之因果關係,並從中瞭解其管理意涵。
分析實證資料結果支持促銷活動對規範性評估、知覺價值有正向的影響關係模式。另外,規範性評估、知覺價值對購買意圖也有顯著的正向影響,而促銷活動會透過規範性評估及知覺價值的中介作用影響購買意圖。

In the last few years, the domestic coffee chain store's competition is intense day after day. To survive in this competitive environment, many promotion activities are launched in order to increase sales. Although, to consumer, price cut makes lower expenditure, does it also mean to decrease their sacrifice? Whether consumer affects their normative evaluation and perceived value because of price cut?
This investigation takes consumers with experience of buying from promotion activities as the subjects of the study. We collect data through online questionnaire. This research bases on literature review create the cause-and-effect model of promotion activities, normative evaluation, perceived value and purchase intention. Through factor analysis, reliability analysis, regression analysis, structural equation modeling and MANOVA by the SPSS and AMOS, we probe into the cause-and-effect relationship of each construct in the research in order to have a close look at the management implication.
The empirical results indicated that positive paths exist on the chain of promotion activities with normative evaluation and perceived value. We also found that promotion activities would mediate purchase intention through normative evaluation and perceived value.

摘要 I
Abstract II
誌謝 III
目錄 IV
表目錄 VI
圖目錄 VIII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究步驟與流程 2
第二章 文獻探討 4
第一節 促銷 4
第二節 規範性評估 7
第三節 知覺價值 8
第四節 品牌形象 10
第五節 購買意圖 12
第六節 各構面之關係 14
第三章 研究方法 16
第一節 研究架構 16
第二節 研究假說 17
第三節 研究變數之操作型定義 18
第四節 研究問卷設計 19
第五節 抽樣方法及樣本分析 23
第六節 資料分析方法 24
第四章 統計分析與結果 27
第一節 研究樣本之敘述性分析 27
第二節 因素分析 29
第三節 信度分析 35
第四節 迴歸分析 38
第五節 研究架構整體模式之適配度分析 48
第六節 人口統計變數在各研究變數之差異 56
第五章 研究結論與建議 63
第一節 研究結論 63
第二節 管理意涵 66
第三節 研究限制與後續研究建議 67
參考文獻 69
附錄-正式問卷 74

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